--- name: sales-kpi-dashboard description: Design and maintain sales KPI dashboards for real-time performance visibility. Use when building sales dashboards, defining KPIs, creating executive reports, tracking sales metrics, or implementing sales analytics. Triggers on phrases like "sales dashboard", "KPI dashboard", "sales metrics", "performance dashboard", "sales analytics", "executive report", "sales reporting", "sales scorecard". --- # Sales KPI Dashboard Design and maintain comprehensive sales KPI dashboards that provide real-time visibility into team performance, pipeline health, and revenue outcomes. ## Workflow 1. Define KPIs by role: SDR, AE, CSM, Sales Manager, VP Sales. 2. Build dashboards with real-time data feeds from CRM and other tools. 3. Create role-specific views: rep, manager, executive. 4. Set up automated alerts for KPI thresholds (red/yellow/green). 5. Schedule regular dashboard reviews and reporting. 6. Iterate dashboards based on feedback and evolving business needs. 7. Train team on dashboard usage and data-driven decision making. ## KPI Definitions by Role ``` SDR KPIs (Sales Development Representative): ╔═══════════════════════════════╦═══════════════════════════════════════════╗ ║ KPI ║ Definition and Target ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Calls per day ║ Outbound calls made daily ║ ║ ║ Target: 60–80 calls/day ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Emails per day ║ Personalized emails sent daily ║ ║ ║ Target: 40–60 emails/day ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Meetings booked per week ║ Qualified meetings scheduled with prospects ║ ║ ║ Target: 10–15 meetings/week ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Connection rate ║ % of calls reaching decision-maker ║ ║ ║ Target: > 15% ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Reply rate ║ % of emails getting replies ║ ║ ║ Target: > 5% ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ SQL generation ║ Sales-qualified leads generated per week ║ ║ ║ Target: 15–25 SQLs/week ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Pipeline generated ║ Pipeline value created per month ║ ║ ║ Target: $100K–$200K/month ║ ╚═══════════════════════════════╩═══════════════════════════════════════════╝ AE KPIs (Account Executive): ╔═══════════════════════════════╦═══════════════════════════════════════════╗ ║ KPI ║ Definition and Target ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Quota attainment ║ % of quota achieved ║ ║ ║ Target: > 100% ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Win rate ║ % of opportunities won ║ ║ ║ Target: > 25% ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Average deal size ║ Average value of closed deals ║ ║ ║ Target: Track trend (increasing) ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Sales cycle length ║ Average days from opportunity to close ║ ║ ║ Target: < 60 days ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Pipeline coverage ║ Pipeline value / quota ║ ║ ║ Target: > 3X ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Activities per week ║ Calls + meetings + demos + proposals ║ ║ ║ Target: > 100 activities/week ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Forecast accuracy ║ Accuracy of rep's forecast vs. actual ║ ║ ║ Target: > 90% ║ ╚═══════════════════════════════╩═══════════════════════════════════════════╝ Sales Manager KPIs: ╔═══════════════════════════════╦═══════════════════════════════════════════╗ ║ KPI ║ Definition and Target ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Team quota attainment ║ Team revenue / team quota ║ ║ ║ Target: > 100% ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Team pipeline coverage ║ Team pipeline / team quota ║ ║ ║ Target: > 3X ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Rep ramp time ║ Days for new rep to hit 100% quota ║ ║ ║ Target: < 6 months ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Rep retention ║ % of reps retained year-over-year ║ ║ ║ Target: > 80% ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Team win rate ║ Team-wide opportunity win rate ║ ║ ║ Target: > 25% ║ ╚═══════════════════════════════╩═══════════════════════════════════════════╝ VP Sales / Executive KPIs: ╔═══════════════════════════════╦═══════════════════════════════════════════╗ ║ KPI ║ Definition and Target ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Total revenue ║ Total revenue booked this period ║ ║ ║ Target: > annual plan ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ YoY revenue growth ║ Revenue growth vs. prior year ║ ║ ║ Target: > 30% (growth stage) ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ CAC (Customer Acquisition Cost) ║ Total sales + marketing cost / new customers ║ ║ ║ Target: < 1/3 of LTV ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ LTV:CAC ratio ║ Lifetime value / acquisition cost ║ ║ ║ Target: > 3:1 ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Net Revenue Retention (NRR) ║ (Starting revenue + expansion) / starting ║ ║ ║ Target: > 120% ║ ╠═══════════════════════════════╬═══════════════════════════════════════════╣ ║ Sales efficiency ║ Revenue generated / sales cost ║ ║ ║ Target: > 3X ║ ╚═══════════════════════════════╩═══════════════════════════════════════════╝ ``` ## Dashboard Design ``` DASHBOARD STRUCTURE ══════════════════════════════════════════════════════════════════════ Dashboard 1 — Executive Overview (C-Suite): → Revenue metrics: Total revenue booked (MTD, QTD, YTD) Revenue vs. plan (attainment %) YoY growth rate Pipeline coverage ratio Forecast (committed, best case, upside) → Customer metrics: Net Revenue Retention (NRR) Gross Revenue Retention (GRR) CAC and LTV:CAC ratio Churn rate (logo and revenue) → Team metrics: Rep quota attainment distribution New hire ramp status Team headcount and open positions → Visualizations: Revenue trend line (12 months) Pipeline funnel Quota attainment bar chart by rep NRR/GRR trend line Dashboard 2 — Sales Manager View: → Team performance: Team quota attainment (MTD, QTD) Individual rep attainment Team pipeline coverage Team win rate and average deal size → Pipeline health: Pipeline by stage Pipeline aging (days in stage) At-risk deals (stalled, low health score) Top 10 deals by value → Activity metrics: Team activities (calls, meetings, demos) Activity trends (week-over-week) Activity vs. productivity correlation → Visualizations: Rep attainment heatmap Pipeline by stage funnel Deal aging chart Activity trend line Dashboard 3 — Individual Rep View: → Personal performance: Quota attainment (MTD, QTD) Win rate and average deal size Sales cycle length Forecast accuracy → Pipeline: Personal pipeline coverage Deals by stage Upcoming milestones (close dates, renewals) Stalled deals (action needed) → Activity: Daily/weekly activity metrics Activity vs. team average Top activities by conversion rate → Visualizations: Personal pipeline funnel Activity dashboard Quota progress bar Deal timeline Dashboard 4 — Sales Operations View: → Pipeline analytics: Pipeline velocity (deal progression speed) Conversion rates by stage Win/loss analysis by dimension Competitive win rate → Forecasting: Forecast accuracy history Pipeline coverage trends Seasonality patterns Forecast vs. actual comparison → Tool adoption: CRM data completeness Tool usage metrics Process compliance → Visualizations: Conversion rate waterfall Win/loss pie chart Forecast accuracy trend Pipeline coverage trend line ``` ## Edge Cases - **Data quality issues**: Incomplete or inaccurate CRM data leads to unreliable dashboards - Resolution: Implement required fields and validation rules; automated data enrichment; regular data hygiene reviews; dashboard alerts for missing data - **Dashboard overload**: Too many metrics can overwhelm users and reduce actionability - Resolution: Limit dashboards to 5–8 key metrics per view; role-specific dashboards; drill-down capability for detail; hide secondary metrics in expandable sections - **Real-time vs. batch data**: Some tools update in real-time, others batch nightly — dashboard inconsistency - Resolution: Document data refresh frequency per metric; use consistent refresh cadence; clear labels for real-time vs. batch data; cache frequently accessed data ## Integration Points - **Salesforce CRM**: Primary data source for pipeline, deals, and revenue; $25–$3,000/month per user - **Tableau**: Advanced analytics and visualizations; $70–$1,200/month per user - **Looker**: Enterprise analytics with data modeling; $5,000+/month - **Power BI**: Microsoft dashboard platform; $10–$20/month per user - **Geckoboard**: Real-time sales dashboards; $99–$499/month - **Domo**: Business intelligence platform; custom pricing - **HubSpot CRM**: Built-in dashboards and reporting; $45–$3,200/month - **Clari**: Revenue intelligence dashboards; custom pricing - **Revenue.io**: Sales analytics platform; $15,000–$50,000/year - **Slack**: Dashboard alerts and notifications; custom channels